Ontario Transit Group - Ontario Line - Southern Civil, Stations & Tunnel

We're delivering the downtown portion (Southern Civil, Stations & Tunnel Works) of the new Ontario Line subway. My role in this exciting legacy work is centered around communications, contract adherence, client management, content creation, business support and relationship management amongst residents, businesses and stakeholders.

Communications Manager

AXIA Tel

Reporting directly to the CEO, my role leads North American operations, while developing long-term B2B business, product and partnership strategies.  This role manages capital and operational budgets, as well as marketing, media, CX, external communications and business objectives. I've established and driven multi-channel marketing strategies for AXIATel as well. 

The role also governs day to day operations of commercial/online sales, content and inventory, as well as shipping logistics. All operational activities are structured to ensure AXIATel offers the most secure and connected telecommunications services to date. Successes include increase of B2B contracts and customer acquisition upward of 24% over the 2022-2023 fiscal year.

With the proprietary AXIATel Secure OS, AXIATel NEOS X2 encrypted smartphones, AX-Fi mobile hotspots, and reliable global coverage plans, AXIATel keeps you connected, while protecting your privacy.

Director of Strategic Operations, North America

AXIA

My role with AXIA was to deliver integrated marketing campaigns and content marketing relating to the AXIA Ecosystem, consisting of AXIA Capital Bank (financial services), AXIATel (encrypted telecommunications hardware and data), and a suite of “Use-to-Earn” apps like AXplorer (browser) and AXchat (messenger), among other platforms. This role involved management of 3rd exchanges listings (B2B management), strategic communications and subsequent promotion and delivery of digital properties, as well as B2B and B2C outreach for ongoing capital investment,

Director, Market Strategy

Accountable digital content delivery, communications management and customer features strategy. This role also focuses on the deployment of digital channels such as axiacoin.org, axiacapitalbank.com, and AXIA's suite of ecosystem products.

Digital Communications Manager

Hydro One

My team and I executed Hydro One's market solutions roadmap of consumer-facing initiatives, while ensuring brand and communications consistency and customer-centric program deliveries to residential, as well as small business and commercial & industrial partners.

This role supports and is a trusted advisor for ROI targets on marketing investments, and produces strategies to reach customers.

Integrated Marketing Manager

Metrolinx

Accountable for corporate brand stewardship, integrated marketing strategy, budgeting, vendor management and content strategy. focusing on digital and out of home channels. 

My portfolio supports the regional delivery of new rapid transit, while targeting affected customers and eliciting future use of Metrolinx services. I work closely with, communications and community relations, business development and contracted private-public partners to ensure an accurate, targeted and measurable marketing strategy is in place.

Successes include ongoing signage and hoarding delivery (owned media) with valuations in excess of $5M regionally, as well an integrated marketing program in support of rapid transit delivery which has seen an increase in awareness and demand generation by 10%-15%.

Brand Manager, Metrolinx

Accountable for developing an integrated marketing strategy for Metrolinx' $30B+ in rapid transit infrastructure across the Greater Toronto and Hamilton Area. I led a marketing team which worked closely with research & analytics, stakeholder relations and communications & community relations to ensure a 360 view of customer views were understood and met. This was a new role centered in demand generation related to new rapid transit, created for my team and I. 

Successes included delivery of a board-approved tiered marketing strategy, increasing awareness of rapid transit infrastructure delivery to targeted cities by 15-20%, increasing support of new rapid transit projects by 18-24%, delivery of a new digital home for Metrolinx' projects, and increasing 'intent to use'  demand generation KPI by 6-10%.

Brand Manager, Transit Expansion

I was accountable for grassroots marketing outreach strategy, managing contracted vendor budgets, digital & print marketing content & strategy, the corporate signage & hoarding strategy, and the corporate visual identity redesign.  

My work created a baseline of brand and marketing output for the $11B+ GO Expansion program, illustrating progress and creating demand generation for targeted customers. I worked closely with planning, communications and stakeholder departments to ensure an accurate, targeted and measurable marketing strategy was in place.

Successes included delivery of a signage (OOH) program across owned assets and in-kind space, new KPI to measure awareness and intent to use, and an annual event marketing program, targeting affected communities.

Senior Advisor, Corporate Marketing 

I was accountable for growth marketing campaigns, device hardware branding (look and feel), business expansion (negotiation & RFP response), customer experience strategy for product usage, new technology pilot programs and human-machine interface for devices. 

This work helped expand a single transit smartcard for Ontario, universally integrated throughout 11 public transit agencies.  I worked closely with operations, the regional public transit agencies, negotiating to ensure as well as our vendor of record and sub-contractors. 

Successes included acquisition of 2M+ PRESTO customers since the system was launched, and supporting the roll-out of more than 30,000 net-new devices across the network with multi-channel marketing support.

Senior Advisor, Communications and Business Services - PRESTO

I was responsible for ongoing growth marketing and collaboration with regional transit agencies (B2B), ensuring a standard message and brand representation through out of home and digital marketing content. I was also responsible for launching social media channels for the first time, working closely with the steering committee on content and process approval, as means to deliver customer service. 

Successes including delivering social media channels for the first time, device branding and human-machine interface and launching the V2 PRESTO card across 11 different transit agencies, supported through marketing campaigns.

Marketing Communications Advisor - PRESTO 

I joined PRESTO prior to it's public launch, responsible for recruitment of new customers through targeted marketing, as well as digital content delivery. 

Responsible for digital marketing, brand oversight and device branding, successes included onboarding the first 1M PRESTO customers across the Greater Toronto and Hamilton Area.

Media Relations and Issues Specialist - PRESTO 

FCB Global

I led the day-to-day marketing management for winback/retention initiatives, targeting lapsed customers to Ontario Lottery and Gaming (OLG) Provincials Casinos.

This role focused on Direct Mail and and OOH strategies to target customers. My team was responsible for strategy, content and product, as well as client alignment.

Account Manager

Mindblossom

I led the day-to-day marketing management for client (Citibank) digital content, serving as the baseline for growth marketing initiatives. 

This role established digital strategies to designed to attract customers to Citibank product offering (credit card tiers). I was the day-to-day client liaison with the client, ensuring accurate representation of brand and growth marketing content online.

Account Lead

Sonic Boom

I led the day-to-day marketing management for client (Citibank and Cleveland Clinic Canada) digital content, serving as the baseline for growth marketing initiatives. 

This role established digital strategies to designed to attract customers to client product offerings (FI credit cards and private health care). I was the day-to-day client liaison with both clients, ensuring accurate representation of brand and growth marketing content online.

Account Coordinator

Canadian International AutoShow

An event marketing role, I led digital advertising sales (B2B) with automotive industry partners, targeting auto manufactures of advertise online as part of the show, generating new revenue streams for Canada's largest consumer event. 

Successes including initial launch of online ticketing to the public, as well as negotiation with Petro-Canada for headline sponsorship of the event, valued at $450k.

Sales Marketing Coordinator

Suncor Energy

I delivered a net-new database, accounting for signage and POS inventory through a nation-wide survey. This internal research targeted all 1600+ retail locations with a standard inventory database. 

The result was a tremendous savings in marketing operations costs, as a centralized inventory of signage sizes and volumes had not existed prior.

Fuels and Relationships Representative 

A senior level professional experienced in leading strategic marketing, communications, brand and consumer-engagement initiatives across multiple industries. 

A hands-on, trusted team leader with a proven track record of building strong relationships with senior leaders, stakeholders and direct reports. Able to drive the achievement of business objectives through a people perspective, serving as an advocate, catalyst and champion of business strategy, product delivery, progressive thinking, and an overall customer-centric perspective.

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